The West Midlands' visitor economy is set for a boost of up to £20 million this coming week as it hosts some major cultural and sporting events.
As many as 300,000 people are expected to come into the region to enjoy a host of major events, led by the sold-out heavy metal concert and Black Sabbath reunion at Villa Park in Birmingham on Saturday.
Jeff Lynne's ELO is bringing its The Over and Out tour for two dates on Saturday and Sunday at the Utilita Arena.
Edgbaston stadium will host the second cricket test between England and India, due to finish on Sunday, while Colmore Food Festival will again welcome food lovers to Birmingham's business district on Friday and Saturday.
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Completing the events is the three-day Godiva Festival in War Memorial Park, Coventry, which starts on Friday.
Hotel occupancy in Birmingham city centre is anticipated to surge close to 90 per cent, significantly higher when compared with the first Saturday in July last year.
Research by the West Midlands Growth Company suggests Birmingham and the wider region could rake in around £20 million in additional spending.
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Birmingham City Council leader Cllr John Cotton said: "The eyes of the world will be on Birmingham for an extraordinary, unrivalled few days of music, sport and foodie events, delivering real-time economic benefits to our local businesses and communities.
"There is always such a special atmosphere in the city on major event days.
"We look forward to bringing people together and providing the backdrop for a vibrant celebration of Birmingham's culture and heritage, creating more special experiences and memories for our visitors."
Looking further ahead into July, upcoming events include Stevie Wonder at Utilita Arena, Birmingham Cocktail Weekend, England Women's IT20 cricket fixture against India and Sandwell Mela among others.
Jen Mitchell, managing director of the Utilita Arena and bp pulse LIVE in Solihull, said: "Welcoming thousands of fans to the city is what we do best but hosting Brummie legends ELO makes this weekend particularly special.
"With major moments also happening across the city, from Black Sabbath at Villa Park to the Test Match at Edgbaston, it's a real showcase of Birmingham's strength as a large-scale live events destination."